Perceived Realism and Role Attractiveness in Movie Portrayals of Alcohol Drinking

C. Mo Bahk

36 citations0/0 files storedAmerican Journal of Health Behavior

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Media Influence and Health Substance Abuse Treatment and Outcomes Film in Education and Therapy

Abstract

OBJECTIVE: To explore the role of perceived realism and role attractiveness in dramatized alcohol portrayals. METHODS: A total of 158 college students watched 1 of 2 movie versions that portray alcohol drinking either positively or negatively. RESULTS: Role attractiveness of the drinking character increased favorableness in alcohol-related attitudes and dispositions in Positive Condition, whereas perceived realism acted as a significant mediator in Negative Condition. CONCLUSION: Health educators and policymakers are alerted to the fact that the entertainment media too often portray glamorous characters as enjoying alcoholic beverages without facing negative consequences, which may particularly affect the viewers who feel attracted to the role characters.

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References

1958Compliance, identification, and internalization three processes of attitude change 1977The halo effect: Evidence for unconscious alteration of judgments.1986Perceived reality and the cultivation hypothesis 1988Perceived reality in television effects research 1983Effects of Realistic TV Violence vs. Fictional Violence on Aggression 1990Portrayals of alcohol on prime-time television.1981The Portrayal of the Drinking Process on Prime-Time Television 1978Sexual Intimacy and Drug Use in Tv Series

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